Social Media

Activating online alumni

Building and benefiting from alumni social networks

If you build it, they will come. Your alumni are already Facebooking, tweeting and linking in, in ever-increasing numbers. Colleges and universities are taking advantage of this activity to launch and grow robust social networks of graduates that strengthen alumni engagement, boost volunteerism and stimulate giving.

Colleges shouldn't toss social media terms of service

Ignoring these often overlooked agreements could be troublesome for your institution

“Don’t ask for permission, ask for forgiveness.”

This rallying cry against the “let’s do as we always did” approach has helped the digital professionals take their seat at the decision table in many institutions. Yet this unorthodox advice may have been embraced too literally in the social media field. It’s no wonder that some enthusiastic and well-meaning social media managers still break basic rules with the institutional accounts they oversee.

Higher ed recruiters hesitant to use newer social media platforms

Nearly four in 10 seniors reported using Snapchat but fewer than 3 percent of colleges and universities recruited with it

Facebook, Twitter, YouTube and Instagram continue to be the most widely used online recruitment mediums for higher ed marketers, who may want to consider delving into other platforms now popular among high school seniors.

How are students using Social Media?

A graduating senior applying for a position completed a successful phone interview and travelled to a face-to-face interview with the company. Instead of an interview, the candidate was told upon arrival that the company had discovered ‘inappropriate’ posts and behavior in his social media. The candidate was directly rebuked and dismissed without any hope of ever obtaining a position in the company.

Yes, this is a true story from a CEO, who had wished they had looked at social media earlier in the process.

Hashtag Highlight: #iHeartAPU

Azusa Pacific University in California first used the #iHeartAPU hashtag in 2011 to hype up orientation, where students get T-shirts with the phrase.

Incoming, current and prospective students and alumni were using #iHeartAPU year-round, so a new hashtag—#APUBound—was introduced in 2013. That one is now used to interact with students in the months leading up to orientation.

Are you sending students too much marketing content?

The key to reaching prospective students isn’t to produce more content, it’s to produce more relevant content to the channels students use most.

The students you’re trying to reach today have grown up in a world in which nearly everything was an advertisement. When they were still in diapers they were bombarded with cartoon characters aggressively hawking sugar-laced cereals, and as they’ve grown older, the commercials, emails, texts, pop-ups and social posts crowding their view have only increased in volume.

Colleges with many Twitter followers don’t always engage

Most-mentioned schools mostly using Twitter to broadcast university and industry news

Colleges and universities with the most Twitter activity are missing out on engaging prospective students via the platform, according to new research from Brandwatch, a social media monitoring and analytics firm.

The analysis used a Thomson Reuters list of the top 10 U.S. university mentions on Twitter from January 31 through March 31. The big finding: The main Twitter handles of these schools were used mostly for broadcasting university-specific and industry news, according to the research.

Hashtag Highlight: #MyLiberalCampus

Hashtag was launched by College Republican National Committee

On April 22, College Republican National Committee chair Alex Smith appeared on a Fox News program to launch the #MyLiberalCampus hashtag campaign. In the same segment, an Eastern Connecticut State University student shared an audio recording of his creative writing professor saying that a Republican Senate win in 2014 would result in college closures, and that Republicans are racist and greedy.

Hashtag Highlight: #seeblue

University of Kentucky hashtag celebrates athletic and academic achievements

An official University of Kentucky hashtag, #seeblue grew out of a student recruitment campaign tagline launched in 2006.

On-campus participation in today’s digital world

How Stetson University uses social media to boost enrollment

Walk into any high school auditorium, mall or fast food restaurant and see Millennials obsessed with their smartphones, tablets and laptops. But are they really that consumed? In a survey conducted by Intel Labs, 61 percent of young adults believe their relationship with technology is dehumanizing. That statistic is clear to many enrollment managers struggling to increase, or even maintain, enrollment.

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